SPORT TAG Heuer: A (long) history of performance on the tracks

In 1911, Heuer designed an instrument to be installed on car dashboards. This chronograph not only displayed the time on the main dial but also featured two hands on a smaller dial to record the duration of the journey. A revolutionary invention.

In 1933, Charles-Edouard Heuer presented his first on-board counter : the Autavia. Accurate to 1/5th of a second, it could be fitted to both aircraft cockpits and car dashboards, and recorded flight or race times. In 1962, Jack Heuer turned the Autavia into a legendary collection of wrist chronographs.

In the late 1960s, for the first time, a logo other than that of a car manufacturer appeared on a Formula 1 car: Heuer’s.

In 1971, TAG Heuer provided its timing system to the Scuderia Ferrari team. It was the first time the sport benefited from such a sophisticated system, a major advancement.

Since 1991, TAG Heuer has been a partner of the Carrera Panamericana. The famous Carrera chronograph by Jack Heuer pays homage to this unique event.

From 1992 until 2003, TAG Heuer served as the official timekeeper of the Formula 1 World Championship.

The Indy 500, known as the world’s greatest single-day sporting event. TAG Heuer is proud to have partnered with this legendary race.

Since 2016, TAG Heuer has been the official timekeeper and partner of the Oracle Red Bull Racing Formula 1 team, supporting the Austrian team in all its successes.

In an innovative and bold move, TAG Heuer and Porsche merged their passion for motor racing to create the TAG Heuer Porsche Formula E Team. 

Since 2020, TAG Heuer is proud to be the official partner and timekeeper of an essential event for enthusiasts of vintage racing cars and history. Since 2011, the brand has also been the official timekeeper of the Formula 1 Grand Prix.